• by Larissa Faw , August 3, 2016

Teachers estimate that nearly one in five U.S. students struggle with access to clean clothes. More than half of teachers believe that these students are more likely to avoid attending class because of their appearance, accounting for five to ten million students each year. 

Now, Whirlpool and its agency DigitasLBi are expanding Care Counts, a laundry program offering students access to washers and dryers in their schools. DigitasLBi worked with Whirlpool and Ketchum to bring the program to life, and is responsible for the campaign’s methodology, strategic framework, content strategy, media planning, and all of the creative elements of the effort—including a film, web experience, and social creative units. 

The social advocacy campaign educates consumers about the initiative and seeks donations through a special website.  

In its first year, the program provided approximately 2,000 loads of clean clothes to students across two school districts. This year, the program is launching in several additional school districts after hundreds of schools applied to participate in the program.  

‘Care Counts’ is part of Whirlpool’s ongoing ‘Every day, care’ campaign. The campaign first launched in 2014 and seeks to “shift the negative public perceptions of household responsibilities.” A number of spots have come out since, including a Father’s Day video that celebrated single and stay-at-home dads. 

"With the Care Counts program, Whirlpool continues to prove the value of acts of every day care by once again elevating the conversation beyond cold metal and product features," says Ronald Ng, chief creative officer, DigitasLBi North America. "The program data has already shown that this act of care is making a significant difference to children’s lives and communities around the country.”